Craft the narrative.

Direction is not set by quarterly OKRs or shifting market winds—it is anchored in narrative.

Our “why” is always visible: every project, product, and strategic decision flows from a legible, living story that connects past, present, and possibility.

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How we do it:

• Start every major initiative, feature, or pivot with the question: “What story are we telling?”
• Make narrative alignment part of onboarding, reviews, and project kickoffs.
• Revisit and refine the narrative regularly—never letting it become stale or disconnected from reality.

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Practice:

• Write a 1–3 sentence narrative for every new product, project, or phase.
• When evaluating work, ask: “Does this reinforce our story?” If not, revise.

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A great narrative is not a script but a signal. At Segern, we tell the truth of what we’re building, who we’re building for, and how we want the world to feel when we’re done. If you lose the plot, start here.